How Zim artistes can navigate new normal
AS we are coming out of a major global Covid-19 pandemic, the music industry has gone through some drastic changes and the new normal presents a new experience for artists and stakeholders.
The terrain has changed so the approach to the music business has to shift too or one may lose it on the curve.
Algorithms, digital applications, streaming and new innovations are new playing grounds for creatives in the global village and Zimbabwe is not exempt to that.
Covid fast-tracked the fourth industrial revolution and most local artists never had a chance to adjust, but have had to make changes whilst the mill is running.
The digital space is that window.
The way people are consuming music is fast changing.
The way artistes and content creators can monetise is also shifting as artistes can no longer rely on CD sales and live concerts alone.
The audience and where one finds it is changing too!
Consumers are now exposed to a wider choice as the internet opens up the space which also influences the way artists create and ought to produce.
Be authentic, grounded but with a global mindset
At first the digital narrative was something thought was still far from us but now the reality is here with us.
We are officially part of that global community, a borderless one when it comes to creative and musical content.
Not so long ago one needed to get to an Internet cafe to access the internet but now even a boy heading cattle in the rural areas can be connected and access the world in the palm of their hand.
However, with access comes the need to be empowered and informed on how to leverage for the growth of one’s creative career and the ability to monetise.
This is a subject that is never taught in schools but definitely something to be considered. The dilemma most artists and producers are facing right now is on how to level up and fully utilise the new technologies for brand growth.
Were most artists ready and informed? Is the management and team prepared, capable and competent for this new world order?
Sadly, the new changes will outgrow many artists and their handlers. A lot of artists will struggle to adjust and to come up with new strategies that work and sadly some may soon be forgotten despite them possessing a lot of talent and potential.
Some have had conversations with many young and seasoned artists who are struggling to navigate the new world of technology with their art.
New applications and platforms are being created daily and these changes are also impacting how art is distributed, monetised, collaborations, endorsements, copyrights and how one can maintain their brand relevance.
For instance Tik Tok, YouTube and Spotify have now become big players in the music world, but how can an artist in Dotito, Mufakose or Insiza get all the knowledge and information on how to utilise the platforms.
We have seen several artists crying foul after losing their social media or music distribution accounts to unscrupulous people.
It is becoming imperative for every artiste to be informed or have innovative, informed, tech savvy and engaged people in their team but not many can afford this.
However, here are points on how artistes can improve their digital presence, marketing and public relations to enhance their work and results in the digital space.
I may use the word artist more often, but not only to mean a musician, but also to refer to any creative or practitioner working in the creative and cultural industries.
Always gather creative Intelligence
Every creative should have the hunger, thirst and zeal to know and get important information that relates to their art, the industry, policies, laws, developments, innovation. This also includes information about what other creative players are working on, producing and the dynamics in the local and global creative world.
Don’t wait to be spoon-fed. No one thinks of you more than you do yourself and your art so do not feel too entitled. With more consciousness, knowledge about yourself, your surroundings, your history and the world, your art and content will be equally rich and reach far.
Social media engagement
This is a must or you go extinct. Every artist needs to be on multiple social media platforms & constantly engage or at least be active. This is the new space for networking, collaborations, promotion, marketing and making sales. You do not have to be tech savvy but have a general interest and knowledge on how this space operates and how you can leverage for value.
Clap-backs are a no
Use creative ways to disagree and engage differently with your fans and followers! Don’t go too long without engaging with your fans. Don’t get too routine and monotonous but at the same time do not overindulge.
Who do you follow?
Who do you follow and which platforms did you like and subscribe to? I hear some artists saying when they don’t follow a lot of people or pages then they appear more IMPORTANT and special. This is done by big artists in the developed world because they have functional PR & Marketing agencies who follow and are plugged to every key player and source of information they need.
Every artist needs to follow pages from the key stakeholders in the industry and in Zimbabwe these are your National arts Council, Ministry of arts, Main newspapers, key blogs, some personalities, music or arts critics etc. Get notifications, subscribe to the news platforms and stay informed of your management.
Read the news
Make it a habit to read the news at least once a week. Not only viral news, but anything that informs your work and empowers your mind.
Read books
This is very critical. As an artist I always read and read. Your mind needs renewal and reading continuously empowers your mind and creative process. Read about your artistic field, innovations, politics, BUSINESS and entrepreneurship .
This is the most widely used form of digital communication in Zimbabwe. WhatsApp groups are good for quick information dissemination and engagement but can be potentially toxic too. For musicians, send links and not music files. That way you are able to monazite and track your reach.